Conversational marketing
Conversational marketing is changing the way customers buy. When happen? Or do you give up on the conversation altogether? Probably not. Hence, you go for alternatives; chatbots, live chats, emails, and other messaging apps. Change is the only constant thing there is. Before now, a good offering is all it takes to convert. However, that is no longer the case. It takes more than that to convert now. For instance, customers now expect instant, personal, and exceptional service. Although B2C businesses are picking up on this, B2B companies are lagging. To be able to keep up with the times, conversational marketing is one way to go about it.
According to data from Business2Community, 79% of consumers are happy to use messaging apps to get customer service. Hence, if your customer experience isn’t up to date with modern customer expectations, no doubt you’ll miss out on valuable business.
What is Conversational Marketing?
The name itself says what it is about already. Conversational marketing has to do with one-on-one interaction between you and your audience. Having one-to-one conversations online, and in real-time also. A customer-centric and dialogue-driven approach to marketing. Also, it is a go-to strategy for enhancing customer experience, driving engagement, and growing revenue.
Conversational marketing is about shortening the sales cycle. It’s about targeted messaging and intelligent technology with real-time leads. Simply put, it’s about engaging and connecting with your audience in a one-on-one, personalized approach.
“With Conversational Marketing , sales cycles get shortened through conversations that answer questions in real-time. Conversational Marketing is working when you get real-time interaction for your answers, not just another way of trying to schedule a meeting to answer questions later (even a short time later). That’s where the chatbot is really important because it begins the conversation with zero latency and can transition it smoothly from unassisted conversation to assist where necessary.”
– Kuan Foo, Product Director at Whisbi
Components of Conversational Marketing
According to nvision, conversational marketing is made up of three main components:
1. Starting the conversation
Customers want to feel valued. One of the best ways to show your customers that you value them is by having conversations with them. Real conversations provide insight into your brand and real-time feedback.
2. Package your message in the right words
Understand your customer’s language. Your customers need to be able to talk to their friends about your products in a language that they can understand. Drop the ACRONYMS!
3. Automate
The key to effective marketing in the digital age is by being available to your customers. With the use of bots, you can achieve 24/7 availability. Once you have packaged your brand messaging in a style that is relatable to your audience, simply automate it. A bit conflicting with points 1 and 2, but let me explain.
How Can Your Practice Use Conversational Marketing as a Competitive Advantage?
Consumer wants and needs have shifted. As a result, your practice needs to deliver a more laser-focused experience to each customer. Also, one that meets the customers where they are. Conversational marketing is a proven technique that pushes your brand ahead of its competitors.
Here are several ways that conversational marketing can accomplish this;
- Convenience for Customers
- Scalable for Your Business
- Context in Conversations
- Personalization Tool
- Use to Create Personas
- Collect Customer Feedback
- Qualify Leads Faster
- Build Customer Relationships
So, what are the benefits of conversational marketing?
1. Allows you to learn more about your customers
Generally, conversations allow you to learn more and gain an insight into the person you’re talking to. Thereby, enabling you to gather information honestly and openly. Also, conversational tools, such as chatbots can monitor users. Thus, you can learn what times customers prefer to message and what types of questions people prefer to ask.
2. Discovers a new source of leads
Remember, conversational marketing is engaging and uses chatbots to start conversations with potential leads. Through human-like interaction, you can begin to build lasting relationships with these leads. In addition, you encourage them to talk to sales reps. Chatbots are great for picking out your best leads and directing them where necessary. Through asking a range of questions, chatbots can determine which leads are most valuable and act
accordingly.
3. Creates a more human buying experience
Customers often find themselves missing the one thing that the online buying experience lacks: human interaction. However, conversational marketing can offer this – through intelligent programming and routing, chatbots can assist enquiries through real-time conversations. It works the same way shop assistants, in the sense that they’re there. Ready and waiting for a customer to approach them as and when they want.
4. Shortens the sales cycle
Implementing conversational marketing into your sales strategy will shorten your sales cycle. Conversations are instant and enable you to respond in real-time. Chatbots can also direct leads to the proper sales rep and schedule demos all in one conversation.
5. Available 24/7
Being available 24 hours a day, 7 days a week is a major benefit for customers. Most customers are busy with the typical 9-5 working hours. As a result, the option to contact the company at the weekend or later in the evening is convenient for them. How many time have you needed to ring an insurance Probably explaining they’re now closed for the day? It’s understandably frustrating.
Conversational tools such as chatbots allow you to be available every hour of the day. Therefore, you can attend to customers enquiries after working hours. The key thing to remember is that using this method of marketing has many benefits. All of which impact you as a business as well as the customer.
In summary, conversational marketing is a customer-centric and dialogue approach to marketing. Conversational marketing is made up of three main components: starting the conversion, package your message in the right words, and automating. Also, it is of several benefits to your practice.
Read this article by Mobile Monkey: What is Conversational Marketing?
